Three Books That Changed the Way I Help Outdoor Brands Grow
Three Books That Changed the Way I Help Outdoor Brands Grow
As a commercial photographer and art director, my job isn’t just to take beautiful pictures—it’s to help brands stand out, connect, and convert in an oversaturated digital world.
I’ve worked closely with outdoor brands—especially in the fly fishing space—and I’ve seen how strong visual storytelling can build real traction. But visuals are just one piece of the puzzle. To make them work, you need a bigger strategy—one that helps your audience notice you, trust you, and keep coming back.
These three books have radically shaped the way I approach content creation, brand development, and long-term customer loyalty:
• Building a StoryBrand by Donald Miller
Together, they form a practical framework:
• Get noticed
• Speak clearly
• Build loyalty
Hook Point by Brendan Kane
How to Stand Out in a 3-Second World
Let’s be honest—attention is hard to earn right now. Whether you’re posting a reel, launching a product, or sending an email, you’ve got maybe three seconds to make someone care.
Hook Point is about how to grab that attention before it slips away.
Brendan Kane defines a “hook point” as a short, bold, emotionally charged message that breaks through the noise. It’s not about clickbait—it’s about clarity, relevance, and pattern disruption. For outdoor brands, that could mean reframing how you talk about your products, aligning with deeper lifestyle values, or using storytelling tied to the seasons.
Why this matters for outdoor brands:
In a crowded space like fly fishing, clear positioning and sharp visuals are your edge. I apply this thinking to every shoot—what’s the first frame that stops the scroll and invites someone into your world?
Building a StoryBrand by Donald Miller
Clarify Your Message So Customers Listen
Once someone’s attention is on you, you need to speak clearly—or they’re gone.
Donald Miller’s Building a StoryBrand is one of the best frameworks I’ve found for helping brands simplify their messaging and connect with customers.
The big shift? Your customer is the hero of the story—not your brand.
Your job is to be the guide—to clearly identify their problem, show them a plan, and illustrate what success looks like.
Why this matters for outdoor brands:
Whether you sell gear, book trips, or build community, your brand needs to communicate its value fast. When I work with brands, I use this framework to shape visual and written messaging—so everything feels like a clear invitation, not a monologue.
Superfans by Pat Flynn
Create Customers Who Keep Coming Back
If Hook Point helps you get attention, and StoryBrand helps you keep it, Superfans shows you how to turn that attention into loyalty.
Pat Flynn makes the case that you don’t need millions of followers—just a few hundred deeply connected customers who buy from you, advocate for you, and feel a sense of belonging.
His strategies are simple:
• Make people feel seen
• Let them in behind the scenes
• Build rituals and emotional resonance
• Show up consistently, and with care
Why this matters in fly fishing:
This industry runs on trust. Anglers are loyal to brands that reflect their values and lifestyle. When I create content for fly shops or gear brands, I focus on building emotional resonance—images that belong to the audience, not just perform for them.
Why These Three Work Together
Here’s how they stack up:
• Hook Point – How to get attention with clarity and emotional relevance
• StoryBrand – How to communicate value in a way that makes customers the hero
• Superfans – How to deepen connection and turn customers into lifelong advocates
As a photographer and creative partner, I use this thinking on every shoot. I’m not just thinking about angles or exposure—I’m thinking about audience, message, and long-term brand loyalty.
You don’t need to outspend big brands to grow.
You just need to out-storytell, out-care, and out-connect.
These three books helped me bring more strategy, structure, and soul to the work I do for outdoor brands. If you’re building something worth believing in—and want your visuals to reflect that—let’s talk.
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Want help applying this to your brand?
Reach out and let’s build something together.
